Stoov, creator engine

A first creator roster for Stoov

Ten creators, seven videos each a week, built on Ploov³, Huge Hug³ and the lines Stoov already prints.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Ploov³ on the couch, three heat levels

Illustrative creator post: couch, film on, cushion under the arm. She shows the three warmth levels up to 58 °C and says the battery gives up to 10 hours, as the page does.

Illustrative post

Summary

Creator engine summary
Roster	10 creators, two joining a week	Ramp over six weeks. Creators live by week: 0, 2, 4, 6, 8, 10.
Who	Home, desk, pet and cold-weather creators	People who already film couches, desks and dogs. Six personas, each tied to one Stoov product.
Production	7 videos per creator per week	303 creator videos a month at 10 creators. One variable per test, losers killed early.
Pay	Three bands, capped per creator	Caps are $600, $1,000 and $1,500. Ceiling at 10 top-cap creators is $15,000, bonuses excluded.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only, never on a video that broke the rules.
Compliance	A claims sheet copied from stoov.com	Creators quote only lines Stoov already prints. Anything else goes to the lead first.
Rule for the category	Heat claims in Stoov's own wording	Three warmth levels up to 58 °C, battery hours by product. No promise about the body.
Goal	$1 cost per 1,000 views	On my current guesses the simulator lands at $5.74. Closing that gap is the work.
Report	Every Monday, one page	Views, cost per 1,000 views, best hook and drafts sent back, per creator.
Decision	Sign off the claims sheet and first creators	Two approvals from Stoov. I run briefs, drafts and the weekly read from there.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

History

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program to 100M monthly social impressions, with the paid ad engine alongside it. This is the same playbook for Stoov: clear briefs, one variable per test, losers killed early. The category is new to me. I have not run home goods or heated products, so the claims sheet and your team come first.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

17,000+
Reviews already on the page
Stoov shows 4.3 | 17,000+ reviews. A creator video can point to a review count that is already printed, so nobody has to stretch a claim.
Published
1.5+ million
Stoover's already in
Stoov says 1.5+ million Stoover's have joined since 2014. That is the audience to learn from before casting new faces.
Published
30 day
A try-out that lowers the ask
Stoov offers a 30 day try-out & money-back guarantee. A creator can say that line as written and the viewer has little to lose.
Published
58 °C
One heat line, three levels
The site prints 3 warmth levels up to 58 °C. One clean number gives every creator the same demo to film.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. On my current guesses cost is $10,050 for 1.8M views, so $5.74. The first job is closing that gap, not adding creators.
One variable per test
Each batch changes one thing: the hook, the first shot or the product. Seven videos per creator per week gives enough volume to read a result.
Losers killed early
A hook that misses is dropped inside the week. The hook library keeps what works across Ploov³, Huge Hug³ and Nook³ XL.
Claims come from stoov.com
Creators quote only the claims sheet. Any other line goes to the Stoov lead in the work channel before filming, never after posting.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MaraMon 8:30 AM
This week's brief: Huge Hug³ at the desk. One hook, seven videos. On heat, use only 3 warmth levels up to 58 °C. On battery, up to 5 hours.
JonasTue 8:30 AM
Can I say the Huge Hug³ warms the whole room while I work?
No. Stoov says it warms people, not rooms. Use the claims sheet line and show the three levels.
Weekly botAppMon 8:30 AM
Monday report: videos posted, views, cost per 1,000 views against the $1 target, best hook of the week, drafts sent back. Ten rows, one per creator.
MaraWed 8:30 AM
Draft back: the Nook³ XL clip says it heats all night. The page says up to 10 hours. Re-record that line and keep the rest.
Weekly botAppThu 8:30 AM
Bonus flag: Iris's Ploov³ desk video passed 100,000 views, organic only. $50 flat queued. One bonus per creator per month.
Check botAppFri 8:30 AM
Pre-post check: one claims sheet line in the video, no health promise, and on cover videos say battery and charger are not included.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Huge Hug³ at the desk
“I wear a blanket at my desk, and it has a battery.”
Film a work hour in the blanket. Show the three warmth levels, then the battery. Say up to 5 hours as the page does.
Brief 02
Nook³ XL dog bed
“Watch what my dog does when the bed warms up.”
Floor-level shot of a medium sized dog, sides closed, then unfastened. Do not claim any benefit to the dog.
Brief 03
Stoons cold walk
“I took hand warmers on a cold walk. Here's the verdict.”
Handheld outdoor clip, hands in frame, honest verdict at the end. Name the product as Stoons hand warmers.
Brief 04
Ploov³ work-from-home
“Working from home? This cushion has a battery, not a cord.”
Desk setup, cushion behind the back, cable-free reveal. Quote up to 10 hours of battery only.
Brief 05
Cover swap on Ploov³
“My cushion got a new look for 29.95 EUR.”
Unzip, swap the Woolly cover on a Ploov³ 45x60, show the texture close. Mention you reuse what still works.

Every product line in a video comes off the claims sheet word for word, for example “3 warmth levels up to 58 °C”, “30 day try-out & money-back guarantee”, “Cordless, with a rechargeable battery”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Medium-dog owners
Nook³ XL is a cordless heated pet bed for medium sized dogs. Dog accounts with a real dog on camera are the cleanest first source.
Home-office and couch creators
Ploov³ is pitched for lounging, adventuring and working from home. Desk and couch accounts already film that setting.
Stoov's own customers
The page shows 4.3 | 17,000+ reviews. Owners who already post their Stoov are warm leads, contacted only with Stoov's approval.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. Recruiting starts cold, with a one-page brief and the claims sheet.

Five filters, fewer each step

1Home is the feed
Couch, desk or dog already fills their grid, so the product is not a one-off.
2Warmth shows on camera
Cold mornings, camping, long evenings in. Stoov's own copy names camping and the couch.
3Reads a short claims sheet
Follows approved lines and asks in the channel when unsure.
4Seven videos a week
Can deliver 7 a week without repeating the same hook.
5No body or medical talk
Their feed makes no health promises, and they agree to stay out of it here.

Part 7 of 15

Who

Movie-night couch
Evening couch content. Films the cushion under a throw, three warmth levels in frame.
Likely product: Ploov³ 45x60 | Velvet
Home-office desk
Shows a full workday with a cordless cushion, no socket in shot.
Likely product: Ploov³ 45x45 | Knitted
Medium-dog owner
Real dog, floor-level footage, sides unfastened so the dog can stretch out.
Likely product: Nook³ XL | Woolly
Camper and outdoors
Cold walks and camping. Quotes battery hours as the page gives them.
Likely product: Huge Hug³ | Core
Decor and textures
Interior creator who swaps covers and shows each texture up close.
Likely product: Cover | Ploov 45x60 - Woolly
Gift guide
Seasonal gift lists for someone who is always cold.
Likely product: Stoons - Hand Warmers

Left off, every time

Always out: creators who promise health or medical results from warmth, anyone who compares Stoov to a home heating system, and anyone who films a product left running unattended. Category rule: heated home goods, so only Stoov's own wording on heat.

Part 8 of 15

First twenty

Medium-dog owners with a cold floor and a corner for the bed
Work-from-home creators filming a full desk day
Couch and movie-night creators
Camping and van-life creators
Cold-weather walkers and dog walkers
Home decor creators who change textures by season
Cozy bedroom-corner and interior creators
Gift-guide creators for the cold season
Student-room and small-flat creators
Parents who film quiet family evenings at home
Remote workers who show a home-office setup
Balcony and garden creators who sit outside in the cold
Sustainability creators who talk about reusing parts
Knitting and craft creators with long evenings in
Reading and book creators with a cozy corner
Gaming creators with long couch sessions
Pet creators who review beds for medium sized dogs
Honest-review creators who compare covers and textures
Weekly posters who already film at home
Owners who already post their Stoov, approached only with Stoov's approval

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“3 warmth levels up to 58 °C”
Any demo of Ploov³, Huge Hug³ or Nook³ XL
“Cordless, with a rechargeable battery”
Opening line of desk and couch videos
“Delivery in 1-4 working days”
Call to action at the end of the video
“30 day try-out & money-back guarantee”
Closing line, any format
“Free shipping above 74.95 €”
Caption or spoken line, Belgium audience only
“4.3 | 17,000+ reviews”
Proof line near the end of a first-time pitch
“Register your Stoov and receive 1 year extended warranty”
Follow-up video after a purchase

Never said

Each one with the reason it stays out.

Never say it eases achy muscles
A health outcome. Stoov's product pages do not promise it.
Never say the heat cover comes with a battery
A product detail the page contradicts: power parts are sold separately.
Never say one charge always lasts 14 hours
The page gives a maximum that depends on the product, battery type and setting.
Never say it warms the whole room
Stoov describes warming people, so a room claim goes beyond it.
Never say returns cost nothing
Return shipping is the customer's cost unless a promotion says otherwise.
Never say shipping is always free
Free shipping starts at a basket threshold.
Never say it is safe to leave on overnight
A safety promise that appears nowhere on the site.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping above 74.95 € outside Belgium
The site read shows Belgium; other countries may show a different threshold.
10+ items = 5% discount on your order
Confirm whether creators may mention a bulk discount at all.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new to branded video, one clear brief a week, and the lowest cap while we learn their hooks.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output, hooks that hold up, and claims followed without reminders.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: the best creators, the highest cap, and the first pick of new Stoov products to film.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month, however many videos pass the line.
Per video: a video that passes 100,000 views earns $50 flat.
Organic views only. Paid boosts and reposts do not count.
No bonus on a video that broke the claims sheet or the category rule.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

On my current guesses the program lands at $5.74 per 1,000 views against the $1.00 target. It hits $1 if 4.2% of videos go viral, or the median video reaches 21,711 views.

Program facts

Stoov creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Sheet and first creators
Claims sheet signed off, then two creators a week up to 10 over six weeks. First briefs use Ploov³ and Huge Hug³.
Month 1
Volume and first reads
Seven videos per creator per week, one variable per test. Losers killed early; the hook library starts with the five formats.
Month 2
Bands apply
Starter cap $600, Standard $1,000, Premium $1,500. The best creators move up a band, the weakest are cut.
Month 3
Bonuses and paid
Videos past 100,000 views earn the $50 flat bonus. The best hooks go to paid, following the exit steps.
Day 90
The honest read
Cost per 1,000 views against the $1 target. The simulator says $5.74 today. Keep, cut or change formats from that number.
Monthly ceiling
Where pay stops
All 10 creators at the top cap, bonuses excluded: $15,000. Pay does not go past that without a new decision from Stoov.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Report

Every Monday Stoov gets one page: videos posted, views, cost per 1,000 views against $1, the best hook, and any draft sent back for the claims sheet.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Huge Hug³ at the desk	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Nook³ XL dog bed	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Stoons cold walk	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Ploov³ work-from-home	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Cover swap on Ploov³	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Exit to paid

From organic to paid

Organic first
Every video runs organic first. Nothing goes to paid on a guess.
Pick the winner
Choose the hook with the best views and the cleanest claims check, not the loudest comment.
Ask the creator
Agree in writing that Stoov may run the video as an ad before any spend.
One variable per test
Run the winner as an ad, changing only one thing at a time: the hook, the cut or the product.

From the video to the checkout

Send the video to the product page of the item shown, such as Ploov³ or Huge Hug³.
Name the 30 day try-out & money-back guarantee at the checkout step.
Say delivery in 1-4 working days, as the site does.
Mention free shipping above 74.95 € only for Belgium viewers.
Mention the 10+ items = 5% discount on your order only if Stoov confirms it.

Part 15 of 15

Want to see the first briefs?

Grab a time here

Reviews already on the page

Stoover's already in

A try-out that lowers the ask

One heat line, three levels

One number to protect

One variable per test

Losers killed early

Claims come from stoov.com

Huge Hug³ at the desk

Nook³ XL dog bed

Stoons cold walk

Ploov³ work-from-home

Cover swap on Ploov³

Four sources in

Five filters, fewer each step

Movie-night couch

Home-office desk

Medium-dog owner

Camper and outdoors

Decor and textures

Gift guide

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet and first creators

Volume and first reads

Bands apply

Bonuses and paid

The honest read

Where pay stops

From organic to paid

From the video to the checkout

Rules for heated home goods

Heat in Stoov's words

Battery hours by product

No body promises

Power is separate on covers

Prices and offers as printed

Care and storage on camera

Want to see the first briefs?